REFORMULASI STRATEGI BISNIS MICE (MEETING, INCENTIVE, CONVENTION, EXHIBITION) DI TENGAH PANDEMI COVID-19: PERSPEKTIF MANAJEMEN PT GRAHA WIDYA BHAKTI

Abstract

This research aimed to find out how reformulation strategy was applied by PT Graha Widya Bhakti during the pandemic of Covid-19. While the research focused on the implementation strategy conducted by PT Graha Widya Bhakti. Moreover, this research was conducted at PT Graha Widya Bhakti Surabaya. Furthermore, the research informants were Top Management and several employees at PT Graha Widya Bhakti with a total 8 people consisting of 3 directors and 5 employees. This research used a qualitative approach and the case study medthod. Meanwhile, the data collection technique of this research used interviews, observation, documentation, and triangulation. Moreover, the analysis technique of this research used descriptive analysis techniques. The research result conclude that reformulation strategy which was applied by PT Graha Widya Bhakti during the pandemic Covid-19 namely the management focused on internal improvement with implemented a standard of quality management system SNI ISO 9001:2015, CHSE certification, and viewed Change Management of PT Graha Widya Bhakti.
Keyword: reformulation strategy, pandemic of Covid-19, change management.